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The 'License' is usually dictated by the Publisher-Author contract.
Amazon may ADD theirs (TOU) on top.
Baen used to do direct sell. But they had to severely roll that back to bew able to use other sales channels (They still have great deals on Pre-Release date versions. Once the release, they go up to LIST$) As a former merchant, having your supplier undercut you with direct sales, is BAD business.
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